Abstract A strong brand has been identified as a long-term success factor. Still, there is a gap in the perception of different types of fans about the brand equity dimensions of football teams and how their dimensions influence loyalty in the Brazilian context. The purpose of the present study was to analyse the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions. Data were collected from 420 fans of a State Football Championship from Brazil through an online survey and analysed using multigroup structural equation modelling. In that context, the brand mark was not an association considered by the fans, and the analysis indicated a better perception of the brand equity dimensions by the members, and the analysis with the complete sample indicated the relevance of the model (R2= 77%). Specifically, internalisation, social interaction, and management dimensions significantly impacted the behavioural intentions of football fans. The study provides an understanding of the dimensions of brand equity in a context not previously studied and the different perceptions of these dimensions through multigroup analysis. Further, it informs marketers of the brand equity elements that must be taken into account in an attempt to leverage team behavioural intentions.

RESUMO O objetivo da presente investigação foi analisar a relação preditiva da qualidade dos serviços e percepção do preço sobre a satisfação e o comportamento positivo de clientes de academia de fitness na cidade do Recife, Pernambuco, Brasil. A amostra foi constituída por 385 indivíduos que se identificaram como clientes de Academias. O instrumento utilizado foi um questionário adaptado, multidimensional, composto por um total de trinta e seis itens, aplicado presencialmente dentro das academias. Os dados foram analisados a partir de uma análise de equações estruturais em duas etapas (two-step), no software estatístico AMOS 24.0. A análise do modelo de medida, após um processo de refinamento, indicou um bom ajustamento aos dados. No modelo estrutural, os serviços impactaram positivamente tanto na satisfação quanto no comportamento positivo, enquanto a percepção do preço impactou negativamente no comportamento. Portanto, conclui-se que prestar um serviço de qualidade é um aspecto essencial na aquisição de clientes satisfeitos, que consequentemente irão se comportar de maneira positiva, ao recomendar, renovar a matrícula e comprar novos produtos da academia.

ABSTRACT The aim of the present investigation was to analyze the predictive relationship of service quality and price perception on the satisfaction and positive behavior of fitness center clients in the city of Recife, Pernambuco, Brazil. The sample consisted of 385 individuals who identified themselves as clients of a fitness center. The instrument used was an adapted, multidimensional questionnaire, consisting of a total of thirty-six items, applied face-to-face in the fitness center. The data were analyzed through a two-step structural equation modeling in AMOS 24.0. The analysis of the measurement model, after a refinement process, indicated a good adjustment to the data. In the structural model, services had a positive impact on both satisfaction and positive behavior, while price perception had a negative impact on behavior. Therefore, it is concluded that providing a service quality is an essential aspect in the acquisition of satisfied customers, who consequently will behave in a positive way when recommending, renewing the enrollment, and buying new products from the fitness center.

Resumo O objetivo do estudo foi analisar a correlação entre os comportamentos de consumo e as intenções comportamentais, além das influências que as intenções comportamentais têm no comportamento de consumo de adeptos dos principais clubes do Campeonato Pernambucano série A-1. Para coletar a amostra de 620 espectadores, foram distribuídos questionários em dias de jogos do campeonato. Para a análise dos dados, foram adotadas as medidas de correlação de spearman para observar a relação entre as duas dimensões e, para observar as influências que uma dimensão exerce na outra, se utilizou a regressão logística binária. Os resultados apontaram que há correlação entre as intenções comportamentais e o comportamento de consumo e que há relações preditoras significativas. Por último, sugere-se a realização de mais estudos acerca desta temática em outros contextos e modalidades do cenário brasileiro.

Abstract The aim of the study is to analyze the correlation between consumption behaviors and behavioral intentions, in addition to the influences that behavioral intentions have on the consumption behavior of fans from the main A-1 championship clubs in Pernambuco. To collect the sample of 620 responses, questionnaires were distributed on match days of the championship. For data analysis, Spearman correlation measures were adopted to observe the relationship between the two dimensions and, to observe the influences that one dimension has on the other, binary logistic regression was used. The results showed that there is a correlation between behavioral intentions and consumption behavior and that there are significant predictive relationships. Finally, studies of this theme in other contexts and modalities of the Brazilian scenario.